Research On Consumers' Willingness To Buy Fresh Fruit Based On B2C Platform

E-commerce of agricultural products is a product of the “Internet+” modern agricultural background.Especially in recent years,the government has increased investment in agriculture and promoted the reform of agricultural modernization in order to solve the “three rural issues” problem.E-commerce of agricultural products will be agricultural production The effective integration of consumers and consumers realizes the supply of agricultural product value chains and shortens the distance from the fields to the dining table.Compared with traditional channels,online sales of agricultural products not only enriched the evaluation and feedback of consumers,but also expanded sales channels for farmers,and expanded the market scope.However,agricultural products have low standardization degree compared to other products,and they are not easily transported and stored.Therefore,compared to other products,we consider the impact of uncertainty and asset specificity on consumer perception,and ultimately the impact on purchase intention.Whether consumers have online shopping for fresh produce is determined by the transaction cost of the online channel,and the transaction cost is determined by uncertainty and asset specificity.In addition,the consumer's perception of the perceived benefits of buying fresh products through e-commerce channels.And the perception of obstacles will have an intermediary effect in this process.This article comprehensively and systematically analyzes and summarizes relevant literature in the areas of transaction cost theory,asset specificity,uncertainty,transaction frequency and consumer purchase intention.The literature review found that asset specificity is divided into relative advantages,satisfaction,and trust.In terms of uncertainty,uncertainty is divided into product uncertainty and logistics uncertainty.Based on the review of the literature review,this paper constructs a theoretical model with transaction cost theory.Based on the literature research methods,the structural equation model was established.Questionnaires were used to collect the relevant data of each variable in the model,and the data was processed and verified by SPSS and PLS-graph software.The causal relationship between variables in the model was obtained based on the results.The data analysis results show that(1)relative advantage has a positive effect on perceived returns;relative advantage has a negative effect on perceived barriers;(2)satisfaction has a positive effect on perceived returns;satisfaction has a negative impact on perceived impediments;(3)Trust has a negative impact on perceived barriers;trust has a positive effect on perceived returns.(4)Product uncertainty and logistics uncertainty will not significantly dampen consumer perceived returns;logistics uncertainty and product uncertainty will increase consumers' perceived barriers.The perceived benefits of consumers will increase the willingness to buy,while perceptions hinder the purchase intention.Based on the existing research,this paper proposes some new perspectives and improves the existing research system.The main research contributions are summarized as follows:(1)In-depth analysis of the relative advantages,satisfaction,trust,and failure in asset specificity.The influence of product uncertainty and logistics uncertainty on consumer perceived barriers and perceived benefits;(2)innovatively researching consumer perception benefits and perceived barriers as mediating variables affecting consumers' purchase intention.